Over 160 photographers have already signed up to the ‘Hasselbuddy’ programme which gives photographers rapid access to a wide range of vital services, including their very own ‘Hasselbuddy’ expert for seven days a week, one-to-one emergency technical support by phone and email.

Explained UK MD Chris Russell-Fish: “This is a bold and pioneering step for us. It is all about providing a unique and all-embracing support package for our customers that includes service and repair support, training programmes, notifications of firmware/software updates and extended warranties. Additionally it comes with greatly reduced hire charges for replacement equipment during down time. We believe photographers should be left as free as possible to do what they do best – creating great images.”

Alongside a dedicated phone line from 8am until 8pm, seven days a week, the ‘Hasselbuddy’ team can also offer on-site support.

David Slater, the company’s chief ‘Hasselbuddy’ added: “We can quite literally go the extra mile with this exclusive support programme. Recently we took a call from a photographer on a Friday afternoon.”

“She was due to leave for Antarctica that weekend but discovered her camera wasn’t working properly. We drove to her house and upgraded her camera on site. She was able to complete her trip without any further problems.”

The initiative was promoted at a dedicated ‘Hasselbuddy’ day held at the company’s new photo-studio in Hoxton Square, north London. Members of the programme met their personal ‘Hasselbuddies’ face-to-face and were given demonstrations of new cameras and latest versions of Hasselblad’s own Phocus software.

Existing users wishing to register for the Hasselbuddy service can do so by emailing their name, address, camera model and serial number to contact@hasselbuddy.co.uk or by phoning 0208 731 3255.